基于出行态度的自行车通勤出行市场划分  

Bicycle commuting market segmentation analysis using attitudinal factors

作　　者：李志斌[1] 杨晨[1] 王炜[1] 江国俊[2] 

机构地区：[1]东南大学交通学院,南京210096 [2]北京交通大学交通运输学院,北京100044

出　　处：《东南大学学报（自然科学版）》2012年第4期784-789,共6页Journal of Southeast University：Natural Science Edition

基　　金：国家重点基础研究发展计划(973计划)资助项目(2012CB725402);国家高技术研究发展计划(863计划)资助项目(2012AA112304);东南大学优秀博士学位论文基金资助项目(YBJJ1150)

摘　　要：为识别自行车通勤出行中不同出行者选择偏好的差异,针对基于出行态度的自行车通勤出行市场进行划分.根据南京市居民通勤出行问卷调查,采用结构方程模型从29个观测变量中提取出若干态度潜变量,分析了出行偏好态度变量间的相关性,并采用K-means聚类方法对自行车通勤出行市场进行划分.根据选择自行车通勤出行意愿、对固定出行时刻需求、对出行舒适度需求及环保意识4类态度变量将自行车通勤出行市场划分为6个子市场,同一子市场内个人选择自行车出行意愿近似,不同子市场间选择意愿明显不同.分析了每个子市场内个人通勤出行态度特征以及自行车方式选择特征,针对每个子市场提出了相应政策以引导自行车通勤出行方式的选择.To identify commuters with different travel attitudes,the market segmentation analyses were conducted for bicycle commuting using a series of attitudinal factors.Based on the household survey conducted in Nanjing,the structural equation modeling（SEM） was used to extract travelers＇ latent attitudinal factors from 29 measurement variables.The interrelationships between these attitudinal factors were explored.The K-means clustering method was used to segment bicycle commuting activity by selected attitudinal factors.The entire bicycle commuting market was segmented into six submarkets by four factors including the willingness to use bicycle,need for fixed schedule,desire for comfort,and environmental awareness.Commuters in the same market have similar travel attitudes while those in different submarkets have distinct attitudes.Characteristics of individual attitudes and bicycle uses in each segment are examined.Policies that best serve the needs of each segment are discussed for increasing bicycle use for commuting purposes.

关 键 词：自行车通勤出行 市场划分 出行态度 结构方程模型 K-MEANS聚类 

分 类 号：U491.4[交通运输工程—交通运输规划与管理]